Step 3 · Charter
Scene families & buyer situations
Sign the moments that matter. Ignore the rest of the keyword long tail.
Commit to the buyer situations that matter — families of related moments, each with a question set and engine panel, not a keyword spreadsheet.
Scene families
- Professional frames4 moments · Ready
- Insurance & benefits3 moments · Ready
- Kids & first pair2 moments · Add moments
Contrast
Why teams switch
Without Heft
- ✕10,000 keywords, zero charter
- ✕One score blended across engines
- ✕No client-signable drama card
With Heft
- ✓Families → buyer situations → question sets → engines
- ✓Pentad intent + expected ratio per moment
- ✓Site discovery proposes moments from owned pages
Infinite prompts collapse to one answer. Win the situations where recommendation is decided.
In the app
What you do
- ✓Organize scene families (product lines or strategic groupings) under your project.
- ✓Add and edit buyer situations (moments) with pentad intent and expected dramatic ratio.
- ✓Compile measurement programs: isolated prompts (P1), conversation stress-test (P2), gap harvest (P3).
- ✓Optionally run site discovery to propose moments from owned pages.
/visibility/scene-universe
Visual proof
Screenshots & assets
Placeholders below — drop in product UI captures, workshop photos, or client-safe redactions.
Persuasion layer
Why this step closes deals
Every product page uses the same tactics we teach — specificity, contrast, proof, transparency, and shared language for brand and SEO.
Scarcity
3–8 hero situations — force prioritization clients actually fund.
Social proof
Charter is workshop-ready — signable drama, not dashboard noise.
Future pacing
Compile queues prompts so checks start with one click.
Eat our own dogfood
We publish buyer-situation reads from the same measurement program — vivid drama for the room, not a substitute for this product step.
Charter before you spend credits
Unsigned moments are ideas. Signed moments are your measurement program.